ITALIAN BRANDER: WHOEVER WILL CAPITALISE ON ANTI-EU SENTIMENTS WILL WIN THE ELECTIONS IN ITALY AFTER GREAT COALITIONS FAIL.

London 19/02/2017 – Robert Lingard, bestselling author of Brand To Sell and founder of Brand Bullets, brand building company that operates in the broadcast PR industry in London, has recently recorded a speech as a social experiment imagining a political project that would have made the Northern League the second most voted party in Italy and tackled Bruxelles hegemony by creating a duopoly with the Five Stars Movement.

«Having given particular attention to the political discourse of the Northern League in the last two years for professional purposes, I have been often criticized as someone who wanted the party to fail. In reality, I have always deployed a professional and analytical approach when coming to my conclusions. Being neither a politician nor a citizen living in Italy, what the leader of the party does is irrelevant to me on a practical matter.

My attention on the Northern League was driven by the fact that the leader of the party has been the only candidate to make the electoral campaign less boring than usual and the only political figure who could have really positioned himself against the Five Stars Movement (although with a few limits).

Luca Lixi is member of the financial advisory elite in Italy. His story recalls the narratives of the American dream, with the main difference being that he lives in a country more famous for its amazing beaches, tasty food, and open air museums than for its social mobility.

Luca Lixi, who has spent most of his life in one of the poorest regions in Europe, is the epitome of the undeniable power of brand building when it comes to building your influence and authoritative positioning in the niche where you operate as a professional or as an entrepreneur.

In order to avoid useless misconceptions and be as specific as possible in describing his story in detail, I sent him an email, and he agreed to share his story and strategies as he never did before.

I have stated many times that the purpose of broadcast PR isn’t being viewed, listened to, or read by a large audience. The purpose of broadcast PR is to sell.
This looks like a bunch of theory put together, but it works as a matter of fact.
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If your broadcast PR campaigns have never increased the overall volume of your sales, it is mostly because of two reasons:

You did broadcast PR incorrectly.

Your brand positioning is wrong.

You can’t blame broadcast PR agencies for that. They are just intermediaries that get you what you ask them for: media coverage.

Their function isn’t to care about you, make you prosper, beat the competition, etc…

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"Branding is ruthless propaganda. Branding is communicating a specific, clear and simplified message, based on a differentiating proposition, in different ways through different channels over and over again, until it becomes a dogma that doesn't imply any additional explanation."